Wanchai Ferry surprises HK workers with flash distribution of dim sum products

Frozen dim sum brand Wanchai Ferry unveiled a new brand campaign, which includes a flash distribution of 10,000 dim sum samples, to maximise public awareness of its dim sum products and expand its reach to new audiences. 

Available throughout October, the month-long campaign targets housewives who are seeking quality dim sum treats for their family. It also targets office workers aged between 30 and 44, who tend to pay for premium dim sums and seek quality and unconventional tasting experiences. 

Done in collaboration with local communications agency Purple Cow, the campaign is divided into two phases. During the first phase, a social video featuring Sham as a breakfast delivery man surprising workers with the dim sum treats, was uploaded onto the brand’s and Sham’s social media. 

Apart from maximising exposure for its new dim sum collection including lava salted egg yolk bun and spicy xiao long bao, the campaign looks to strengthen the brand's image via connecting with local artist Kaki Sham and his audiences, and create social buzz and real-time bidding (RTB) communications.  

Meanwhile, the second phase of the campaign features a flash distribution of 10,000 Wanchai Ferry’s dim sum samples with a promotional sampling truck in commercial and residential areas across Hong Kong. Sham was also present to help distribute the samples, aiming to attract more dim sum lovers and his fans to try the brand's new products. 

“We want to bring an element of surprise and joy to our audience's everyday lives. That’s why we organised a flash distribution of Wanchai Ferry’s Dim Sum in the office and on the streets, to wow our audiences through social media and the real world," said Owen Au Yeung, director of Purple Cow Communications. 

“We want to clearly demonstrate that all you have to do is to pop the dim sum in the microwave or steamer. It's just so fast and easy! What’s more, our dim sum can provide you with long-lasting energy and keep you full for hours. With a more extensive selection, you will surely be spoilt for choices and never get bored day after day!” Au Yeung added. 

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In fact, this is not the first time Wanchai Ferry and Purple Cow partnering up. Back in March, they hired 10,000 tasters to offer recommendations on its latest shrimp shaomai (燒賣) collection. This came as the brand was well acknowledged that “One bowl with two pieces” had become an indispensable part of Hong Kong tea culture. 

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